Surge AI | Branding | Symbol exploration
We started from scratch, and of course, the first step was branding.
Here are some notes that we had from our meeting with the founders:
-Be viewed as "as simple and incredibly beautiful."
-People would say they choose Surge AI because "it's simple, and it works."
-Appeal to the curious engineer that wants to try shiny new and cool things
-Avoid Machine Learning Engineers & Data Scientists look
-Be the Tesla to the Ford in an industry with little branding risk.
So considering all this, we started exploring. Here you see some early symbol explorations around the letter S from Surge. We were looking for something simple and easy to recognize, and we found it.
See the final design and how we got to that point in our case study.